Internet media personality: scale development and advertising implications

Abstract

This study explores the personality of Internet media and develops a multidimensional measurement scale to assess personality across diverse entities, including social networking sites, search engines, portals, and shopping sites. Through a series of qualitative and quantitative methods, including exploratory factor analysis and confirmatory factor analysis, the present study identifies a set of 30 personality traits that represent five unique dimensions of Internet media personality: Intelligent, Amusing, Convenient, Sociable, and Confusing. This study found that different pairs of brand and Internet media personality dimensions yield different effects on attitude toward advertising brands. Practical implications for marketers and advertisers, as well as theoretical implications for advertising researchers, are discussed.